Where do sales and marketing overlap, and how much do they inform one another? In particular, some organizations are choosing to fold more traditional “lead-gen” roles into the official marketing side of operations.
“I think the intent was always there to bring them together,” said Schroeder. “But, over time, I think that and, the ampersand [between sales and marketing] became more of a divider than a unifier. More and more, I hear – and I find myself trying to talk this way – revenue teams, instead of sales or marketing teams.”
Even just that simple label can eliminate some of that division and support the organic unification of sales and marketing that’s occurring in response to the evolving buyer journey and the shifting landscape of relationship building and growth.
“There’s no straight line with the buyer, anymore,” Schroeder said. “Honestly, there probably never was, but it’s so much more pronounced, now. Buyers end up zig-zagging all over that buyer journey.”
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